The conservative activist group One Million Moms has taken Burger King to task, putting out a strongly worded press release in response to the restaurant chain’s use of the “d-word” in an advertisement.

“Burger King is airing a commercial that uses profanity to advertise its Impossible Whopper — a burger made from plants instead of beef,” the press release stated.

The “profanity” the group is referring to? “Damn, that’s good.”

Though the group’s campaign against the fast food chain began Friday, the commercial in fact premiered in August, when Burger King launched the burger in question.

One Million Moms is a subset of the American Family Association, an Evangelical fundamentalist non-profit that opposes LGBTQ rights, abortion and other non-traditional, non-Christian values, while promoting “pro-family” Christian values. The Southern Poverty Law Center lists it as a hate group.

In the minute-long Burger King video, unsuspecting customers are lined up, waiting to try the meatless burger at the “Impossible Restaurant.” It’s soon revealed that the restaurant is actually a Burger King, where customers can try the new plant-based burger.

Once inside, the commercial shows people pleasantly surprised at how good the burger is. One man in the ad likes it so much, he exclaims, “Damn, that’s good.”

“One Million Moms finds this highly inappropriate,” says the Evangelic group. “When responding to the taste test, he didn’t have to curse. Or if, in fact, it was a real and unscripted interview in which the man was not an actor, then Burger King could have simply chosen to edit the profanity out of the commercial.”

The group went on to call the commercial irresponsible and tasteless. “It is extremely destructive and damaging to impressionable children viewing the commercial. We all know children repeat what they hear.”

A sign advertising the soy based Impossible Whopper is seen outside a Burger King in New York, U.S., Aug. 8, 2019.Shannon Stapleton/Reuters

The petition on the group’s website has just over 9,000 signatures, with people pledging not to eat at Burger King restaurants until the commercial is edited or withdrawn entirely.

The mom group aims to fight against the exploitation of children by calling out companies, especially entertainment media, for what it says are incessant smut and violence filling screen time.

“We want our children to have the best chance possible of living in a moral society,” reads a statement on the group’s About Us webpage.

One Million Moms has had some campaign successes in the past. In December, it targeted the television channel Hallmark — known for its bland and blond Christmas rom-coms — for airing a commercial that featured a lesbian couple kissing at their wedding.

Hallmark acquiesced and removed the commercial from air, before later rolling back the decision after severe blowback from LGBTQ activists.

One Million Moms has also gone after companies like Walmart, Whole Foods and Disney in the past.